Miller, Barbara Therese
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Barbara Therese
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Miller, Barbara Therese
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- PublikationEntrepreneurial marketing in Swiss start-up during the coronavirus pandemic(2021) Miller, Barbara ThereseThis qualitative case study demonstrates the positive effect of entrepreneurial marketing (EM) on the success of a start-up during the coronavirus pandemic. The research provides insights into how to measure the emphasis of each of the EM dimensions of an organisation and how to understand the external factors and innovation opportunities. In the start-up examined, the EM organisational dimensions of proactiveness, market-driving and inclusive attention build the basis for the success of the company. It is concluded that a pronounced EM approach allows building a suitable business model for resource-constrained conditions and in times of high-risk and uncertainty (as experienced in the current pandemic). While the presented data focusses on the effect of EM during the pandemic, the approach has been validated as a strategic guideline for entrepreneurs, innovators and consultants at every stage of a new business and opportunity development.06 - Präsentation
- PublikationSuccess in innovation projects via visualisation methods(2021) Miller, Barbara ThereseA multimethod study demonstrates the positive effect of visualisation on the success of innovation projects. Based on literature review the success factors for transformation projects are systematically compiled, which include the creation of a vision, shared awareness of the challenge, change communication and need to involve employees into the process. The empirical part of the project is based on six expert interviews, two focus groups of employees experiencing a change project at SwissPost and one survey answered by 60 professionals. From the empirical data, we concluded that visualisation methods contribute to a common understanding for the transformation process and shared challenge and therefore to the success. They can trigger strong emotions and be used to influence employee motivation. Furthermore, visualisation facilitates the process of understanding, storytelling and reflecting of employees due to deeper integration into the overall process, in particular as it reduces complexity, creates clarity and thus improves communication.06 - Präsentation
- PublikationErfolgsfaktoren in der Patientengewinnung. Entscheidungsprozess und faktoren bei der Wahl eines Akutspitals(24.06.2014) Miller, Barbara Therese06 - Präsentation